The 5th Room: Scottsdale Style
February 15, 2017,
Luxurious spa resorts and world-class golf courses in a beautiful desert setting. Scottsdale, Arizona’s elite residents demand outdoor areas befitting their singular lifestyle—one that’s spent outside throughout the winter thanks to the mild, arid climate.
Enter four outdoor stores with four separate concepts that delight the local luminati and make the 5th Room the most desirable of spaces.
Look closely at the showroom’s vignettes, and they present the total package: deep seating, fire pits, outdoor kitchen and Jacuzzi.
“Our owner David Ghiz felt there was a market for those 50 and up who didn’t want a pool but did want the hydrotherapy of a spa,” says Nancy Duffy, showroom manager. ”Seventy percent of the spas we do have some type of surrounding environment. Everything is custom-ordered, and we deliver it right to the customer’s backyard.”
Family-owned and -operated since 1979, Today’s Patio no doubt has a winning retail formula. Out of seven total stores, the Scottsdale location is the No. 1 store revenue-wise. At 10,000 square feet, it carries most all major brands.
“But very few people ask for a specific brand,” according to CEO Chad Scheinerman. “Maybe about 40% of people are familiar with certain ones.”
His major concerns are customer experience and presentation. “’Good’ is not good enough here,” he says. “It has to be the best experience they have ever had.”
As to presentation, he recommends hiring a designer to merchandise the store, if there’s no one available on staff with that skill set.
Speaking of which, Today’s Patio has partnered with Castelle to create an in-store gallery where customers can see all of the pieces put together, showroom-style.
“This is something new to us, and it’s only been up for three or four days, but so far it’s been good,” Scheinerman says. “We’ve already made four sales.”
Located along the swank Scottsdale Corridor, the Brown Jordan store is the fourth in the brand’s retail store portfolio and the most current.
“We’re doing better with accessories than we thought we would,” says Steve Elton, chief brand curator. “Just being down the street from Restoration Hardware is very good for us.”
The store’s generous space features large doors opening out onto the street and a minimal layout so that all the furnishings can breathe and be seen. Colors are neutral and elegant with some pops of orange, green and even a raspberry.
“I love coming here,” Elton says. “It’s a great shopping experience, and it draws out the type of customer who understands us. We love all the windows and being able to open them and enjoy the airiness of the space. And we have all the right people as neighbors.”
Paddy O’ Furniture
What if a store didn’t feel like a store? What if it felt like coming home to your large drawing room with a stone fireplace to greet you? Then you could retire to any one of your comfortable rooms.
That’s the concept behind Paddy O’ Furniture. “This is a comfort market,” says Tony Schindler, president. “People here use their furniture.”
Another difference: The scale is bigger. “Residents here have huge outdoor areas with multiple rooms, and small-scale furniture just disappears,” he says.
To evoke the feeling of being outdoors inside the store, a large wooden pergola crowns the showroom, and mammoth doors stay open to let in the breeze.
Schindler’s advice to fellow retailers looking to boost the bottom line: “This is small, but it’s important. Forty percent of the buyers in your store will visit the restroom. That space is part of your entire store experience. It’s really who you are. If it’s well-organized with fine design and quality, that’s the impression the customer leaves with. They think, ‘This is a company I want to work with.’ If they feel confident in your restroom, they feel confident with you.”
Paddy O' Furniture
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Don't miss the November digital edition of Casual Living! In this month’s issue, we look to the future of retail with a spotlight on technology. Assistant Editor Alex Milstein breaks down the basics of artificial intelligence (AI) and augmented reality (AR) and how they’re changing the furniture shopping experience. We also explain how building engagement on social media channels can boost business for retailers.
You’ve waited two years, and it’s finally here! Casual Living’s biennial Universe Study offers a comprehensive snapshot of the outdoor category, highlighting its growth across all segments from furnishings to shade to grills.
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